Abstract:

Technology plays an important role in our life and it has become a need for our day to day life. In tandem with the development of technology, social media entrepreneurship has become widely popular among university students in Malaysia. Here, they are the most extensively used social media as the medium of communication, searching for information, creating networking, and doing online business. With this regard, social media has a significant impact on online business activities in Malaysia. Therefore, this study aims to explore the relationship between factors that influence university students to use social media as part of the medium to do online business. This quantitative research with a survey questionnaire that contains questions related to information on the respondent profiles, factors that influence the university students of using social media in doing business, and the cause or desire for them to engage in the social media were being developed. 140 respondents got involved in this study which includes respondents from different backgrounds and universities. In this study, data were analyzed by using the Statistical Package for Social Sciences (SPSS) software and a descriptive type analysis method. The findings of the study showed that each defining factor had a significant relationship with the desire of factors that influence the university students venturing into the online business.